A Creative Writes The Brief with Luke Sullivan

The brief is the single most-complained about thing in most creative industries.

“What are we supposed to do with this??”

Every client, every agency, every planner, and every strategist has a different idea of what makes a great creative brief. So do creatives – and this is one creative’s answer.

On October 5, join author, ad veteran and professor Luke Sullivan for this 90 minute presentation as he will show a variety of different ways anyone can use to create a brief that doesn’t just lie there. A brief that crackles with possibility. A brief that doesn’t supply answers but raises questions. And has what he calls “Boingy Boingy.”

Luke Sullivan’s webinar “A Creative Writes A Brief” is 90 minutes. There will be a break, plus time for Q&A.

Key takeaways:

  • Learn why the brief is the first creative act
  • Screw facts and research. What is the fundamental truth?
  • Find a tension and leverage it
  • A brief shouldn’t be the answer, it should be the question
  • Problem solving vs. Problem finding
  • The brief as “What if?”
  • A sample of a newer form of brief
  • And exactly what the hell is Boingy Boingy?

Who should attend:

  • Strategists, planners, account teams
  • New business team members
  • Anyone who tells stories on behalf of brands
  • And, yes, creatives.

About Luke Sullivan:

After 30 years in the advertising business at creatively driven agencies like Fallon, GSDM and The Martin Agency, Luke Sullivan is now Professor of the Advertising Department at the Savannah College of Art and Design (SCAD). Luke is author of a pretty popular advertising book Hey Whipple, Squeeze This: A Guide to Creating Great Advertising, and the blog heywhipple.com. Luke also penned the book Thirty Rooms To Hide In: Insanity, Addiction, and Rock ‘n’ Roll in the Shadow of the Mayo Clinic.